Twitter HQ "X" Sign

Submission 5,000

Part of a series on Twitter Rebrand to X. [View Related Entries]

Overview

Twitter HQ "X" Sign refers to discussions about a large illuminated and strobing "X" sign attached to the roof of Twitter's San Francisco headquarters starting in late July 2023. The signage was erected soon after Elon Musk made the decision to rename Twitter to X. The X-shaped signage received criticism and garnered discourse after internet users discovered that Twitter had not filed for the appropriate permits to erect the sign. It also received backlash and spawned memes after viral videos showed that it was located directly across from residential apartments that were being flooded with light from the flickering sign at night.

Background

On July 29th, 2023, Twitter^[1] user @itsmefrenchy123 posted a video of a large strobing "X" sign on the roof of Twitter's San Francisco headquarters and office building. The video shows the sign blinking with a flashing white light and pans over to show the building across from the sign being illuminated by its light. The post gathered over 37 million views and 59,000 likes in two days (seen below).

I would be fucking LIVID. Imagine this fucking X sign right across from your bedroom. #x #twitter pic.twitter.com/FH4nqcS8oy

— kyle (still hates elon) (@itsmefrenchy123) July 29, 2023

Developments

On July 29th, 2023, Twitter^[2] user @realchrisjbeale posted a tweet that read, "Imagine no more. This is my life now," sharing a video of the view from inside his apartment situated across from Twitter headquarters. The post gathered over 36 million views and 180,000 likes in two days (seen below, right).

Imagine no more. This is my life now. https://t.co/k5QfAm8yuG pic.twitter.com/e7ECCM2NUD

— Christopher J. Beale (@realchrisjbeale) July 29, 2023

On July 29th, Twitter^[3] user @pwallinga posted a tweet that read, "I just want to clarify that this flashing strobe light is being projected onto a rent-controlled apartment with a fair number of elderly residents. You know, just in case you were wondering if it could get worse." The post gathered over 140,000 likes in two days (seen below).

I just want to clarify that this flashing strobe light is being projected onto a rent-controlled apartment with a fair number of elderly residents. You know, just in case you were wondering if it could get worse. https://t.co/goaB4emcsE

— Patricia Wallinga (@pwallinga) July 29, 2023

Also on July 29th, TikToker^[8] @groundedwithdee posted a video showing a view of the X sign from her home, gathering over 1.3 million plays and 160,000 likes in two days (seen below).

Permit Violations and Safety Concerns

On July 30th, 2023, Twitter^[4] user @MattBinder posted a tweet that read, "Elon Musk’s giant X logo on top of the building formerly known as Twitter HQ…appears to be held up by sandbags." The tweet contained photos of the X-shaped structure on top of the Twitter HQ building, with black sandbags weighing down the base of the signage. The tweet gathered over 6,000 likes in a day (seen below, left).

Also on July 30th, Binder posted a screenshot^[5] alongside a caption detailing how San Francisco officials have not been granted entry to inspect the structure (seen below, right).

X Sign Removed

On July 31st, 2023, Dexerto^[9] reported that the X sign had been removed from the top of Twitter's headquarters (seen below).

Twitter^[10] user @friscolive415 posted a video showing the missing X sign on July 31st as well (seen below).

The X is down! Whoa!Is this #breaking news? pic.twitter.com/fmv8og2ahv

— FriscoLive415 (@friscolive415) July 31, 2023

Online Reactions

On July 30th, 2023, Twitter^[6] user @ch1w33th3d0g posted a meme comparing the signage to an episode of Seinfeld and the Kramer, What's Going On In There? meme, gathering over 2,000 likes in a day (seen below, left). On July 30th, Twitter^[7] user @trunarla posted a photo from the 2023 Oppenheimer biopic, gathering over 900 likes in a day (seen below, right).